Executive summary of “The effect of product category on consumer brand relationships”

Citation

(2014), "Executive summary of “The effect of product category on consumer brand relationships”", Journal of Product & Brand Management, Vol. 23 No. 2. https://doi.org/10.1108/JPBM-03-2014-0527

Executive summary of "The effect of product category on consumer brand relationships"

Article Type: Executive summary and implications for managers and executives From: Journal of Product & Brand Management, Volume 23, Issue 2

This summary has been provided to allow managers and executives a rapid appreciation of the content of this article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefits of the material present.

Relationships between consumers and brands have been increasingly scrutinized by researchers during the last two decades or so. The multifaceted and lively nature of the association has attracted attention within various disciplines. Much analysis centers on the notion of brands as partners and the range of "emotional bonds" that consumers form. Such as brand liking and brand satisfaction are seen as basic connections which emerge as a consequence of positively experiencing the brand. They are positioned at one end of a spectrum which gradually increases in intensity to reach brand loyalty, widely viewed as the strongest tie. Other terms frequently used include brand passion and brand attachment.

Various scholars also argue that consumers might feel lovingly towards a particular brand and empirical evidence provides support. However, research pertaining to this dimension of consumer-brand relationships remains limited and emphasis has largely been placed on aspects including its conceptualization. As a result, whether brand love is specific to certain product categories or can be more generally applied is not really known.

Evidence suggests that satisfaction generates trust in the brand and that this serves as an antecedent to brand loyalty. It is similarly indicated that brand love is likewise a loyalty driver. That being the case, it might be reasonably proposed that love for a brand will influence the purchase intention of consumers. The influence of attitude on purchase intention is well-documented and the fact that brand loyalty represents the strongest positive attitude towards a brand provides the rationale for this assumption. Further verification exists in the various studies that have confirmed a positive link between brand loyalty and intention to purchase or repurchase.

Marketing focus on consumer word-of-mouth (WOM) has been equally intense. A consistent finding to emerge is that loyal customers of a brand are likeliest to exhibit favorable WOM recommendations. Given the apparent connection between love and loyalty, it is therefore feasible to assume that brand love will positively influence WOM. Research evidence indicates grounds for expecting that the impact of brand loyalty on WOM will be positive too.

Various studies have noted the significance of product category with regard to such as brand extensions and number of "acceptable and unacceptable brands" within a specific category. Product-category impact on how consumers are impacted at brand level has been observed as well. However, contradictory findings exist as to whether or not consumer involvement within a product category has a strong effect on the quality of their brand relationship. Although some evidence points to product-category characteristics influencing customer feelings towards their "loved brands", it is thus far inconclusive.

Fetscherin et al. explore these relationships further in a study involving 800 consumer visitors to a shopping mall in a large Brazilian city. Soft drinks, mobile phones, running shoes and cars were selected as product categories for the study and 200 subjects were allocated to each one. The four samples were closely matched on age and gender. Choice of these categories was determined by widespread availability of category brands within Brazil and the fact that these categories had been used in earlier research relating to brand love. Previous work has not explored the possibility of category differences, however.

Respondents were asked to name three brands in their designated category and also to state their favorite brand. This helped test brand knowledge and awareness of specific brand images.

In each category, the authors calculated the number of different brands referred to by participants as a means of ascertaining the level of brand concentration. Results indicated that subjects believed that the mobile phones and soft drinks categories are dominated by fewer brands. The brands mentioned most in these respective categories were Nokia and Coca-Cola and their corresponding percentages of 66 percent and 64 percent were extremely high.

Data also revealed that:

* The relationship between brand love and brand loyalty is strong and positive.

* A significant positive relationship exists between brand love and favorable WOM.

* Brand loyalty positively influences favorable WOM and purchase intention.

* Positive relations exist between brand love and purchase intention. However, the connection was only significant in the mobile phones and running shoes categories.

* Product category effects were found for WOM and purchase intention.

Additional analysis pointed to product category differences in respect of the "intensity" of relationships. This is illustrated by the fact that cars showed the strongest connection between brand love and brand loyalty. Soft drinks, running shoes and mobile phones followed in that order and intensity levels decreased.

Results suggest more significant relationships in the categories dominated by a single brand and where fewer overall brands were named by respondents. In view of this, Fetscherin et al. put forward the idea that brand love relationships might be subject to greater influence within product categories than between them. They do, however, acknowledge that further research is needed.

A key conclusion offered by the authors is that developing a love relationship between brand and consumers is achievable regardless of product category. They cite Apple, Starbucks and Harley Davidson as diverse examples of brands that are loved. Brand managers are therefore advised to focus on the brand love dimension and aim to heighten the connection through investment is such as product development and promotional activities. Brand loyalty can thus be strengthened and help generate a positive effect on favorable WOM and purchase intention.

In the authors’ opinion, the findings here were "meaningful" because subjects focused on their favorite brand in the designed category. They recommend that further research should use a similar approach. Future work might explore other product categories and nations additional to Brazil to determine the generalization of findings. A consideration of larger more diverse samples is likewise suggested along with other factors which may be significant to the brand love concept. Investigating the potential relevance of a brand’s competitiveness and whether similar effects might arise with service sector brands are also worthy of research.

To read the full article enter 10.1108/JPBM-05-2013-0310 into your search engine.

(A précis of the article "The effect of product category on consumer brand relationships". Supplied by Marketing Consultants for Emerald.)